Curaleaf Shows What 'Cannabis Is' in Campaign from VCCP Health

Today Curaleaf International, part of Curaleaf Holdings, Europe’s largest vertically integrated cannabis company, today launches ‘Cannabis is…’ its first European brand campaign to mark its entry into Europe’s rapidly growing cannabis market. Devised by VCCP Health, the new brand platform is Curaleaf’s first touchpoint for cannabis outside of the US, and represents Curaleaf’s newfound presence in Europe following the acquisition of EMMAC Life Sciences Group earlier this year. 

‘Cannabis is…’ is an educational and awareness campaign designed to open the conversation surrounding cannabis, and dispel outdated misperceptions of access influenced by a culture of fear and stigma. The work compliments Curaleaf’s American brand campaign, ‘I Cannabis,’ which highlights real-life stories that seek to humanize and de-stigmatize cannabis consumption. The 60-second hero film by VCCP Health introduces Curaleaf International to Europe as a modern, vibrant and progressive business which caters to a diverse community of people. The creative is grounded in the insight of their patients’ needs, and the hero strapline acknowledges that cannabis is many things to many different people; every age, culture and ethnicity, by heroing real people in the campaign creative. 

The strategic brand platform from Curaleaf International aims to build a solid foundation for providing access to cannabis based products for more people in Europe, as new EU regulation develops. The launch comes at an exciting time as Europe enacts new cannabis access programs.

Hannah Du Beke, Group Head of Marketing and Communications, Curaleaf International said: “Expanding the legacy of Curaleaf into Europe is a monumental moment for us as a business, and it’s been a pleasure to work with VCCP Health to deliver our vision. We’re passionate about breaking down the stigma which surrounds cannabis, and with our new campaign ‘Cannabis is…’ we hope to open up the conversation further and make cannabis based products accessible to those who need it.”

Following Curaleaf’s acquisition of EMMAC earlier this year, the business move now positions Curaleaf International as a key player in Europe, having cemented its position as one of the largest premium cannabis brands in the US. VCCP Health orchestrated a European specific campaign, which comes at an exciting time as Europe’s medical market expands and recent regulatory changes indicate a transition to a regulated adult use market over time in Europe. The new brand identity showcases Curaleaf International’s new look and feel across the company's main touch points which include the European website and company social platforms. 

Brett O’Connor, Executive Creative Director VCCP Health added: “It’s been exhilarating to work in the new and fast-evolving therapy area of medical cannabis and to help our client launch in Europe, with a campaign that helps to destigmatise cannabis. We’re excited to be at the forefront of an innovative industry, challenging the status quo with regards to cannabis accessibility. We look forward to continuing our work with Curaleaf International to define their voice and make cannabis based products accessible to those who need it.”

The Curaleaf International campaign ‘Cannabis is…’ will run from today and will roll out across the Curaleaf International European website and company social media platforms.